Mumbrella Masterclass to focus on social media
Mumbrella is to hold a masterclass focused on helping the industry understand the marketing potential of social media.
The event will include the story of Australia’s most successful social media campaign to date – Tourism Queensland’s Best Job In The World project – along with Telstra sharing its experiences of taking the brand onto Twitter.
The event is aimed primarily at agency staff and marketers who are not particularly active in social media, but want to get up to speed in understanding how it can be used to help their brands, whether large or small.
Mike Hickinbotham, Telstra’s senior adviser on social media, will open the day by explaining the workings of Twitter for those not already using the short form communications system, along with setting out how his organisation has been using it.
There will also be a session on the potential of other social media platforms as branding tools, along with practical advice on how to easily set up a company or brand blog.
Julian Cole, digital strategist at social media agency The Population will offer guidance in the etiquette of succesful viral marketing. And Nick Holmes à Court, director of online influence agency Shifted Pixels will explain how to keep track of what is being said about your brands in the digital world.
The final presentation will be from Sean Cummins, CEO of Cummins Nitro, the agency behind Tourism Queensland’s succesful Best Job In The World campaign. The campaign offers the chance to win a dream job as caretaker of the Islands of the Great Barrier Reef. The idea generated PR coverage around the world and thousands of users have posted video job applications.
This will be followed by a panel discussion on the uses of social media by brands.
The event takes place on April 22 at Dockside in Sydney’s Darling Harbour. Full price tickets are $449, with an early bird price of $349 for bookings made before March 6.
The day will be moderated by Mumbrella’s editor Tim Burrowes.
Bookings can be made by calling Denise Jinks on 02 8296 0229 or emailing denise@focalattractions.com.au.
To view a PDF with more details, click here: mumbrella_masterclass
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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topics
Cummins Nitro
Marketing
Mike Hickinbotham
Mumbrella masterclass
Nick Holmes a Court
Sean Cummins
Shifted Pixels
social media
Telstra
Tim Burrowes
Tourism Queensland
Cool – masterclasses on social media are always welcome.
However, not sure that the statement “Tourism Queensland’s Best Job In The World Campaign, Australia’s most successful social media campaign to date” is quite true considering they used PRESS heavily and advertised in almost every international newspaper that exists.
Ofcourse – that probably wasn’t mentioned in the “social media”. LOL.
Wish I could make the classes but alas I will be away on holidays in Queensland – how ironic!
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Hi Lisa,
I totally agree that the campaign was successful outside of social media – particularly through PR generating press coverage. But in terms of the viral element – people particpating in putting up videos – I can’t think of a better Australian example – but let me know if you can and I’ll invite them along too!
Cheers,
Tim – Mumbrella
Masterclass sounds promising – looking for something to enhance e-PR skills – is this event a pure focus on Marketing & Agency land?
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Hi Kim,
Thanks for your note.
Our aim is that the day will have relevance for people from any communications background.
But the sessions on blogging and on brand monitoring will be particularly relevant for those in PR.
Cheers,
Tim – Mumbrella
Unfortunately I’m in Melbourne, so unable to attend. Anyone know of any educational social media events in Melbourne that are coming up?
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Hi Melanie,
Worth checking in with the Austrlian Marketing Institute – they tend to have a strong Melbourne program. And if our first, Sydney-based event goes well, we’d certainly be happy to do something similar in Melbourne if there was a demand for it.
Cheers,
Tim – Mumbrella
Melanie; just fyi, we run Soc Med Ed programs regularly in Melb. Gerry
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And (apologies if it was someone else) Gerry, I think it was you who persuaded me that we should include a session on online reputation monitoring.
Cheers,
Tim – Mumbrella
Think twas me Tim; happy to help with any planned Melb activity, ta. G
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@Melanie and @Mumbrella, the AMI does indeed have an event planned in Melbourne. It’s a Foundation Workshop and is on 29 July, link is below:
“Social Media Applications for Business”
http://www.ami.org.au/followon.aspx?PageID=6678
Cost: Members $590; Non-members $740.
Cheers, Adam
(AMI Victorian councillor)
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740 bucks? You should be charing more for yours, Mumbles
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Hope it covers ethics and application of principals of advertising to Social Media. So far Social Media in a context of advertising has been treated almost as if it has rules unto itself, which it doesn’t. There are principals for effectiveness, engagement, viral worthiness, story telling etc but still needs to comply with a code of ethics or principals – every other form of advertising does. Both examples (Witchery & TQ) had ethically questionable elements to the campaigns. Are there any sessions as part of the Masterclass from a relevant industry body AMIA, IAB etc?
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Hi Justin,
One of the sessions is from Julian Cole, who works at The Population. His focus is on, for want of a better description, the dos and don’t of social media.
So he’ll be discussing areas where one needs to be thoughtful. I am slightly nervous to use the word “rules”, as, in social media, the grounds shift all the time over what is and isn’t acceptable to consumers.
But Julian will be discussing that.
I haven’t so far invited anyone from IAB/ AIMIA to speak, but will give that one some thought.
Cheers,
Tim – Mumbrella
Justin; think WOMMA (word of mouth marketing assoc) made an attempt to draw up a soc med code of practice. Here, they discuss associated ethical questions…http://womma.org/ethicsreview/
Gerry
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Dunno what input the IAB could have – their focus seems to be more on paid advertising – ie, banners, sponsorships, search, classifieds … would question what they could add to the agenda.
Not where a code of practice or ethics may fit but it is topical.
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